Key AI trends to reshape SME marketing in MENA
As companies navigate this evolving digital landscape, AI-powered tools are unlocking new opportunities for personalised marketing, operational efficiency, and customer engagement.
These are the transformative trends to look out for in 2025 that will reshape SME marketing:
1. Content personalisation
Personalised content isn't new, but today's consumers expect it to reflect their individual preferences more than ever. Research shows that 80 per cent of customers are more likely to buy from companies offering tailored experiences.
AI is taking personalisation to a whole new level. By analysing user behavior and demographics, AI allows businesses to deliver hyper-personalised messages in real time.
Consider Coca-Cola Arabia's campaign during the FIFA World Cup Qatar 2022. Using Google Ads' AI-powered creative studio, they produced over 30 personalised video ads. The results were remarkable: a 46 per cent video view rate, a 10 per cent market share growth in Saudi Arabia, and a 22 per cent sales increase during the promotion.
2. AI-powered creative content
Traditionally, creating visually appealing content required significant resources—something many SMEs lack. AI tools like DALL-E are changing that. Now, small and medium enterprises can quickly generate high-quality visuals, keeping their marketing materials fresh and culturally relevant without breaking the bank.
3. Automated sales and marketing data
AI's analytical power is revolutionising how SMEs approach sales and marketing. By identifying patterns, trends, and anomalies, AI helps businesses uncover growth opportunities and fine-tune their strategies.
Consider implementing the use of a customer management system integrated into your platform. This helps marketing teams segment audiences, automate interactions like email campaigns, and analyse data effectively.
4. AI-optimised advertising and marketing
AI ensures precise ad targeting and efficient budget use. Local SMEs can deliver the right message to the right audience at the right time, saving thousands of dollars.
This precision is especially important for SMEs, which often lack the large marketing teams and resources of bigger corporations to manually track and optimise ad performance.
For example, a Dubai-based real estate startup used an AI-powered no-code tool to survey customers, understand their preferences, and offer targeted discounts. They also tracked and adjusted their campaigns using predictive analytics tools like Google Analytics 4 (GA4) and Salesforce's Datorama.
5. Conversational AI and chatbots
Conversational AI and chatbots are transforming customer service by providing instant, personalised responses to queries. For SMEs, this means improved customer satisfaction without the need for large support teams.
Take Freshworks, for instance. They use AI solutions to streamline business operations, reduce wait times, and resolve customer issues more efficiently. Importantly, they keep humans in the loop — AI handles quick resolutions, while complex issues are passed to human agents.
Using AI for marketing can lead to sustainable growth
As AI continues to evolve, its impact on SME marketing in MENA will only grow. However, challenges like digital readiness and ethical considerations need to be addressed. SMEs must invest in digital education and adopt transparent, culturally sensitive AI practices to build trust and ensure sustainable growth.
While AI is a powerful tool, its success hinges on responsible and creative implementation. By embracing these trends, SMEs in the Middle East and North Africa can not only stay competitive but also develop innovative marketing strategies that resonate with their diverse audiences.
The future of SME marketing in MENA is bright, driven by AI's potential to blend cutting-edge technology with authentic, personalised engagement.
By Solanlly Rijo Lake, Project Manager, Platma.
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